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In Others’ Words

August 22, 2014

I’ve read and heard multiple times – so I’ve come to believe it’s at least partly true – that one of the techniques that marketing departments or agencies use when developing campaigns to promote a product or service is to look at it from the consumer’s, customer’s or client’s perspective.

The point is often brought home that if management would use this technique as much as marketers, then management would be more effective and would label itself, rather than marketers, as the “creative team.” It chafes me to hear a CEO say he or she wants to know what “creative” has to say about a sponsorship initiative before the CEO will offer an opinion.

Thinking about what our customers want doesn’t require that leaders suspend their personal beliefs or reverse experience-based opinions. It merely asks that we look at things from a different and sometimes even opposite point of view. And to be truly revealing, it asks that we try to put into words where other people stand on a particular topic.

It asks us to actually try to describe what our customers see from where they stand and what they say they want. For example, in our work, it would ask administrators to think about and actually describe what coaches want, and vice versa. And it asks both coaches and administrators to think about and put into their own words what student-athletes want, and what their parents want.

This has been an ongoing part of my life, provoked I suppose by my marriage of 42 years to a woman whose political views often point 180 degrees from my own. And this approach has been especially enlightening on school sports’ most troublesome topics, some of which we are tackling at this time, like ...

  • Out-of-season coaching rules
  • Junior high/middle school programming
  • Health and safety mandates

MVPs

November 10, 2015

This is the time of year when postseason banquets are occurring at many schools to mark the end of the fall season. In many cases, a “Most Valuable Player” will be announced and honored.

The qualities of the MVP are usually apparent ... often the player who scored the most points, gained the most yards, or won the most races or matches. But that’s not always the case; and it shouldn’t be.

Sometimes the MVP is the playmaker, the blocker for the scorer, or the team’s most inspiring player who energizes others or improves a team’s chemistry or performance in ways that statistics can’t measure.

I think about Major League Baseball’s American League MVP in 1942. It was Joe Gordon. That season, he led the major leagues in errors, strikeouts and most times hitting in double plays. But still he was the league’s MVP.

Sometimes referred to as “Flash Gordon,” this second baseman, who played for the Cleveland Indians and New York Yankees, was renowned for his defense. And he should serve as a reminder that sometimes the MVP is not such an obvious choice.